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"In this highly penetrated and competitive industry, a company cannot afford to under-deliver," said Harris Poll Client Director Alison Bushell. "Consumers are inundated with offers from competitors who are eager to take a precious slot in their wallets. Issuers need to make promises they can keep, and stay ahead of consumer sentiment to stem off attrition and maximize loyalty."

What do consumers look for in a credit card? Here are the most important features, according to the survey.

No annual fee - 75 percent

Low interest rates - 56 percent

No late fees/fee forgiveness - 42 percent

Zero percent intro APR - 39 percent

Zero percent balance transfers - 36 percent

No foreign transaction fees - 29 percent

Ability to get cash advances/loans - 21 percent

The Rochester-based market research firm obtained the results from a survey of 2,037 adults aged 18 and over last November.